Noovie ARcade is available in the iOS
and Android
app stores. NCM expects it to be rolled out nationwide this spring on
over 20,600 screens in 1,700 top theaters across the country including
AMC, Cinemark, Regal Entertainment Group, and 49 other regional and
local theater chains just in time for the start of blockbuster season.

To play, audiences only need to download the app and arrive at their
local Noovie
theater early to catch the Noovie pre-show, which will prompt
them to take out their phone when it’s time to play. Then, the big
screen and other triggers around the lobby will unlock larger-than-life
games enabled by aiming their cell phone. Noovie ARcade is
a fun way to compete with friends and other fans in the auditorium and
across the country!

Noovie ARcade Games at Launch Will Include:

Cinevaders – A galactic worm hole opens up and aliens
pour out to invade the theater. It’s up to the player to use powerful
lasers to protect the earth from certain destruction.

Emoji Escape – The emojis in your phone have escaped and
are wreaking havoc in the theater lobby. Catch them all before the
movie starts!

Munchie Mania– Who doesn’t like popcorn at the movies?
Players will toss flying kernels to fill up their individual popcorn
bucket – and you can play at home!

Noovie ARcade also creates new integrated cinema marketing
opportunities that connect brands with movie audiences, including
branded game experience customizations, digital ad inventory and
real-time detailed auditorium-level audience data. The Noovie ARcade
platform is designed to encompass a variety of game formats, including
shooting, catching, tossing and driving games, and advertisers have the
unique opportunity to work with NCM to create imaginative branded Noovie
ARcade games for the big screen and beyond with select gaming
experiences that can be triggered anywhere.

“Noovie was designed around the three pillars of content,
commerce and gaming, and I’m very proud to introduce the first
in-theater AR gaming experience to the industry,” said Cliff Marks,
President of NCM. “Noovie ARcade drives fan engagement and
excitement through a unique digital experience, which makes it not only
great entertainment for movie audiences, but a great opportunity for
brands looking to reach them. Hold on to your popcorn, because the movie
experience just got a whole lot better!”

NCM is also putting AR directly into the hands of moviegoers in Regal
Entertainment Group theaters through a sales agreement with Moviebill,
the first ever augmented reality-driven “connected print” magazine. With Moviebill,
opening weekend audiences for the biggest tent-pole movies can read and
engage with exclusive content, special features and bonus material using
their mobile phones and unlock a world of AR experiences from major
studios and brands.

“NCM and Moviebill are working with advertisers to create custom
activations that have full augmented reality capabilities within the Moviebill
platform. With a seven-figure circulation commitment per edition, Moviebill
will be one of the most highly circulated physical entertainment
media outlets at launch to an audience of highly-desirable moviegoers,”
said Ian Owen-Ward, EVP of Brand Partnerships at Moviebill.

Lawrence Snapp, NCM’s Chief Digital Officer & SVP, Corporate
Development, noted, “Noovie ARcade interactive gameplay is
the only immersive experience that ties the ubiquity of the smartphone
to the magnitude of the movie screen, and shifts the Noovie experience
from passive viewing to active gaming and play. It pulls people in, and
excites and delights them in a way that is unique to the theater
environment, which is tailor-made for such an immersive experience.”

“It also dovetails perfectly with our audience of young Millennial movie
influencers in search of what’s next in entertainment,” Snapp continued.
“Going to the movies provides a social and personal experience that they
crave. Our audiences love their smartphones, our theaters, and
compelling augmented reality games. For brands looking to interact with
this key demographic of cord-nevers and cord-cutters, a movie theater AR
experience is about as on-target as you can get.”

About National CineMedia (NCM)

National CineMedia (NCM) is America’s Movie Network. As the #1
Millennial weekend network in the U.S., NCM is the connector between
brands and movie audiences. According to Nielsen, more than 710 million
moviegoers annually attend theaters that are currently under contract to
present NCM’s pre-show in 52 leading national and regional theater
circuits including AMC Entertainment Inc. (NYSE: AMC), Cinemark
Holdings, Inc. (NYSE: CNK) and Regal Entertainment Group (NYSE: RGC).
NCM’s cinema advertising network offers broad reach and unparalleled
audience engagement with over 20,600 screens in approximately 1,700
theaters in 187 Designated Market Areas® (all of the top 50). NCM
Digital goes beyond the big screen, extending in-theater campaigns into
online and mobile marketing programs to reach entertainment audiences.
National CineMedia, Inc. (NASDAQ: NCMI) own a 49.5% interest in, and is
the managing member of, National CineMedia, LLC. For more information,
visit www.ncm.com.

This press release contains various forward-looking statements that
reflect management’s current expectations or beliefs regarding future
events, including statements about the timing of the Noovie ARcade
launch and movie audience reception. Investors are cautioned that
reliance on these forward-looking statements involves risks and
uncertainties. Although the Company believes that the assumptions used
in the forward-looking statements are reasonable, any of these
assumptions could prove to be inaccurate and, as a result, actual
results could differ materially from those expressed or implied in the
forward-looking statements. The factors that could cause actual results
to differ materially from those expressed or implied in the
forward-looking statements are, among others, hardware and software
technology issues with the testing and implementation of this service
and audience acceptance of the app and Noovie ARcade experience.